Cannes Lions 2012 – All entrants

Rewarding the direct correlation between creativity and business results

Creative Effectiveness Lions honour creativity which has shown a measurable and proven impact on a client's business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.

Note: papers from the following three entrants are not available for publication: Hyundai Canada - Country Drive; Srisawad Transport Loan - Speed; Brandhouse Drive Dry Initiative - They'd Love To Meet You.

Initiative Vermisste Kinder (Missing Children's Initiative), a German charity, was looking to raise awareness of its work in trying to reunite missing children with their parents. View Summary

Initiative Vermisste Kinder (Missing Children's Initiative), a German charity, was looking to raise awareness of its work in trying to reunite missing children with their parents. It created a Facebook platform and mobile app, which showed information of missing children so users could get involved in the search. To generate the traffic needed, a range of initiatives were employed communicating the idea "Deutschland findet Euch" (Germany will find you). Methods used included highlighting the cause at a high-profile soccer match, partnership with Warner Music Germany, shirts worn by the Hamburg Freezers ice hockey team, outdoor advertising on elevators and utilising celebrity-related adwords. Overall, the organisation reached aided awareness levels of 30%, and 45% of all Germans confirmed that the "missing children" topic had attained a greater saliency.

3

Febreze: Breathe Happy

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Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2012

The Procter & Gamble household odor eliminator, Febreze, had lost its differentiation from cheaper brands in the US To reverse a declining sales trend, Febreze needed to carve out a distinct position for all of its products. View Summary

The Procter & Gamble household odor eliminator, Febreze, had lost its differentiation from cheaper brands in the US To reverse a declining sales trend, Febreze needed to carve out a distinct position for all of its products. This was based around the insight that "when you walk into an unappealing room, you can close your eyes, but you can't turn off your nose". Real people were blindfolded and brought into malodorous environments, then asked to describe the smell - these descriptions were overwhelmingly positive and caused amazement once blindfolds were removed. To broaden the reach, a 360-degree campaign was carried out including smaller scale experiments conducted on the street and reactions broadcast as commercials, across internet hubs and social media. High levels of awareness and positive brand attributes were achieved and the declining sales trend was reversed, with Febreze experiencing five months of sustained growth.

4

Snickers: You're Not You When You're Hungry Global Case Study

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Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2012

Mars-owned Snickers, the world's largest confectionery brand, was growing globally but not as fast as its rivals. View Summary

Mars-owned Snickers, the world's largest confectionery brand, was growing globally but not as fast as its rivals. Part of the problem was Mars's decentralised structure, which meant that the brand had a global footprint but lacked the true global positioning it needed to drive sales, market share, and penetration. The broad creative idea that was developed - "You're Not You When You're Hungry" - played on the fact that when men get hungry, they're actually not themselves - a problem solved by a filling Snickers bar. This idea was adapted locally to over 50 markets, typically with a celebrity-focused, TV-led media strategy. After a full global rollout, over 88% of global value sales had been influenced by the campaign and Snickers started to regain the share it had lost to competitors.

Unilever's Axe male grooming brand maintains a tight focus on 16-24 year-olds, meaning that it experiences a 10-15% churn of consumers annually. A key strategy for replacing lost older consumers with new younger ones is the introduction of a new variant each year. In the deodorant category, which this case focuses on, 2008's Dark Temptation was a notable success, but was followed by two less successful launches. The latest "Excite" variant therefore had to be a success to maintain Axe's global value. Research identified young men's real female fantasy was the more obtainable "nice" girl, rather than the stereotypical but intimidating "naughty" girl. So the creative idea behind Excite was that this fragrance was powerful enough to seduce even the most angelic and virtuous of girls, which was played out across a range of local markets and media, including print, TV, cinema and OOH, as well as online and social channels. The campaign exceeded sales targets by 7% and grew volumes by over 4%.

6

Chrysler 200: Born of Fire

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Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2012

With the launch of its new 200 model, Chrysler wanted to attract a dual audience: buyers nostalgic for the days when American cars reigned supreme and people who grew up buying imports. View Summary

With the launch of its new 200 model, Chrysler wanted to attract a dual audience: buyers nostalgic for the days when American cars reigned supreme and people who grew up buying imports. The problem was that American cars had become a symbol of American failure, and Chryslers were made in Detroit, a city that symbolises American cars. It was vital to change perceptions of the city in order to change perceptions of Chrysler. Detroit-born rapper Eminem, a representative of the city's tough, hardworking spirit, was engaged to appear in a two-minute commercial aired during Super Bowl 2011, in which he makes the case for Detroit, its people and Chrysler. The spot ended with the line "Imported From Detroit", which has become the pillar of an on-going campaign. Sales tripled in one month, and increased eight-fold over the year.

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